Analysis of Non-Muslim Consumer Sentiment Towards Halal Logo Products: A Case in Indonesia

Abstract

This study aims to find out how non-Muslim consumers in Manado city view products with the halal logo. The method used is a qualitative approach combined with descriptive statistics, namely data collection through a Google form questionnaire which is distributed to non-Muslim communities living in Manado city, then processed with the SentiStrenght software. The results of this study indicate that non-Muslim consumers in Manado have positive sentiments towards the labeling and quality of halal products, as well as neutral sentiments towards the correlation between halal products and religious issues. This is because products that have a halal logo signify the authenticity of the product and meet halal requirements and have good quality. So if halal food can be aligned with the perceptions of non-Muslim consumers, then there will be opportunities to further expand the halal food market for non-Muslim consumers. Thus, this can provide an opportunity for non-Muslim consumers that halal food has universal values, that is, it can be consumed by anyone who needs it.